With 60 hotels in Australia and New Zealand, TFE Hotels is proving its worth in great meetings and events. micenet caught up with the group’s Shahnaz Bakhshay to learn more.

Q.) What is unique about TFE Hotels MICE offerings and how has its popularity grown since you ramped up your local sales and marketing of the brand?

With more than 60 hotels in Australia and New Zealand, it’s the diversity and range of MICE offerings that makes TFE Hotels stand out when you are choosing the best venue for your event or the best accommodation for delegates attending conventions. We have hotels close to the convention centres in Sydney, Melbourne, Darwin or Perth and you can choose from a picturesque location with intimate spaces at Vibe Hotel Darwin Waterfront or the historic art-deco themed rooms at Hotel Kurrajong Canberra, the peaceful surrounds at Vibe Hotel Marysville, the iconic beachfront location of Rendezvous Hotel Perth Scarborough, or the central location of Rendezvous Hotel Melbourne.  As a team we are versatile and work with our clients to meet their objectives for their specific events.

Recently we concluded our first TFE Hotels and Rendezvous Hotels MICE roadshow in Sydney, Melbourne and Canberra.  It was the perfect forum to showcase outstanding events with a Floriade-themed lunch in Canberra and a farmers market styled cocktail event in Melbourne.  Internally we work off a strategic MICE calendar of events with key tactical plans woven through targeting our need periods. Our focus over the past year has been to profile our hotels, brands and the diverse range of what we have to offer.  Using both traditional face to face sales calls, print media, exhibiting at trade shows, regular edms, SEO optimising and social media channels to spread our message, we have been able to make inroads with clients who haven’t used our hotels before.  As a team we are big believers in partnerships and working with our clients for the best outcomes and a win win situation.

Q.) Is there more to do?

In such a dynamic and ever-changing market, we as a team have to keep evolving and customising our offerings to what the client expects.  As you know, with the emerging food and beverage trends, clients no longer expect the standard day delegate packages hotels generally offer or the same stand up cocktail event.  They expect more interactive offerings such as interactive food stations where they can see their food being cooked and talk with the chef, or keeping it simple and incorporating locally sourced produce keeping in mind the buzz words sustainability and eating clean, and of course not to forget technology and offering event apps for delegates and other interactive options during the conference.  Right now we are working on brand standards for our conference offerings which we shall launch shortly.  As a team we cannot sit still and continue to reinvent and pre-empting to suit our clients’ changing acumen.

Q.) What are some of the attributes of TFE Hotels properties?

With more than 10,000 hotel and apartment hotel rooms and 200 conference spaces to choose from in Australia and New Zealand across Adina, Medina, Vibe, Rendezvous, Travelodge and TFE Hotels Collection, there is something to suit our discerning clients’ needs, be it something simple like a boardroom meeting to a lavish product launch.  We offer critical mass in both accommodation and conference spaces, allowing us to be market leaders, diverse functional spaces accommodating intimate to large scale events, [and]  amazing teams who can tailor our offerings to suit your needs.  Our sales structures allow clients to receive multiple quotes across multiple hotels with one central point of contact.

Q.) Tell us about TFE Hotels – Events with Benefits program?

In its fourth year, we continue our commitment to providing event bookers and companies with flexible, professional, creative and value conferencing and function solutions with the added bonus of benefits for bookers and companies via ‘Events with Benefits’.  This year we have simplified the program to allow those who book 25 or more hotel rooms or day delegate packages to easily receive fantastic rewards, from free internet to free room nights.  This acts as a vital tool for our teams to convert prospective clients and gain loyalty via a strong rewards program.

TFE Hotels offers excellent conferencing and event solutions ideal for any occasion at more than 60 of our hotels across Australia and New Zealand. TFE Hotels’ expert event planners make booking an event simple.

The program now offers:*

  • For every 25 hotel rooms booked per night, receive one night free
  • For every 25 day delegate packages booked per day, receive one day delegate package free
  • For every 25 day delegate packages booked per day, receive free Wi-Fi
  • Spend $10,000 or more over a year and receive a TFE Hotels weekend stay voucher

Plus, book an event with TFE Hotels and go in the draw to win a $2000 TFE Hotels credit voucher to be used at your next event in Australia or New Zealand.*

Q.) TFE has over 70 hotels across Australia, New Zealand and Europe. Are there plans for more in APAC?

We are enjoying our biggest growth period ever, with two new hotels to open in the next two months in Germany, 16 more hotels to be built in the next five years and at least 10 others under negotiations.  I remember joining the company 11 years ago to launch the Vibe Hotels brand when we had only 15 hotels under the Medina Serviced Apartments umbrella. Since then our growth has been exponential and we now have six hotel brands and more than 70 hotels and many more exciting ventures to come over the next few years.  Amongst the exciting new hotels is Adina Apartment Hotel Pentridge Prison, which will make it possible to sleep a night or two in a former prison albeit with the trimmings of luxury, something that the inmates never had; Adina Apartment Hotel Brisbane, Queens Wharf, due to open in late 2017 and the recently announced Adina Apartment Hotel Macquarie Park, North Ryde naming a few.

Vibe Hotels as a brand is also undergoing a transformation like never before with Vibe Hotel Rushcutters unveiled before Christmas with brand new rooms reflecting the times and enticing exciting food and beverage offerings.  Next in suit to follow is Vibe Hotel Sydney with a complete face lift; and new builds, Vibe Hotel North Sydney and Vibe Hotel Hobart to be launched in 2018.

Extremely exciting times and we can’t wait to share with you all and to experience what TFE Hotels has to offer.